Objectives

Build a modular and adjustable gondola tip for the launch of Heineken 0, aiming to display non-alcoholic products with varying sizes and that provide an easy navigation solution for the shopper, facilitating their purchase journey at the Point of Sale (POS).
 

How were the objectives met?

Aiming to reframe the segment of non-alcoholic beers in the country – which grew in volume 5% per year in the last five years, against an average of 3% of the common alcoholic drink – the brand launched Heineken 0.0. Betting on balanced consumption trends, it intended to explore other consumption occasions associated with the beer market.
Aware of the new trends of the 21st century, the launch of Heineken 0.0 combined with essential concepts, such as responsible consumption, sustainability and innovation, reinforcing the brand's commitment to offering products that promote a more balanced and healthy lifestyle and that impact niches that until then had not received attention from the beer market. Shoppers were able to buy and taste beer at the POS, and realize that there are healthy and quality alternatives to their usual habits. About 55% of Heineken 0.0 consumers are new customers of the brand, demonstrating that the activations were a great success.
Considering these attributions, racks were used for the construction of the structure aiming at the intended modularity and meeting the requirements of MDF finish application. The proposed solution was to develop a project that was able to reproduce the junction of two scenarios in a single piece, using the rack structure for easy adjustment of the height of the shelves, but with the wooden covering for the characterization of Premium furniture.
Visually, the “zero” was reproduced in molded acrylic and internal lighting, giving an even more specific and special touch to the piece.

Location: Taboão da Serra, São Paulo, Brazil

Submitter: PROMO2GO CENOGRAFIA & MERCHANDISING

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